On February 7, Sanxiong Aurora (300625) released the 2017 performance report. According to the report, in 2017, Sanxiong Aurora achieved operating income of 2.266 billion yuan, a year-on-year increase of 19.44%; net profit of 256 million yuan, an increase of 3.67%.
Sanxiong Aurora said that the factors affecting business performance mainly include the following aspects:
(1) In 2017, the company increased market development and marketing investment, and sales revenue increased year-on-year.
(2) In 2017, due to the increase in raw material prices, the gross profit margin of the company's products decreased year-on-year.
(3) In 2017, the government's government subsidy included in the current profit and loss was approximately RMB 31,725,500, a significant increase from the previous year's total of RMB 87.60 million, mainly due to the financial receipt of Chongqing Sanxiong Aurora Lighting Co., Ltd., a wholly-owned subsidiary of the company and the company. The subsidy income is about RMB 310 million. The substantial increase in government grants led to a significant increase in non-recurring gains and losses for the company during the reporting period.
The impact of the company's non-recurring gains and losses on net profit in 2017 was approximately RMB 40 million.
After more than 20 years of hard work and accumulation in the professional lighting market, Sanxiong Aurora has formed its own comprehensive competitive advantage in product design and development, manufacturing, quality control, pre-sales and after-sales service, lighting design, etc. The company is in commercial lighting and Professional lighting fields such as tooling lighting have very good market reputation and brand influence.
I believe everyone has noticed that Sanxiong Aurora has been making frequent efforts in branding since the release of the brand new LOGO and brand concept.
Zhang Yutao, CEO of Sanxiong Aurora, said that the upgrade of the brand is not only a simple and better-looking LOGO, but behind it is a strategic adjustment. Next, Sanxiong Aurora will make greater improvements in brand marketing, promotion strategies, product design and other aspects.
It is worth mentioning that in September 2017, Sanxiong Aurora officially signed Li Chen as a new image spokesperson. In October 2017, the Starlight Alliance of Guzhen Town, Zhongshan City, held a grand launch of the “Mengchang·More Wonderful†strategy upgrade and home lighting new product launch, which unveiled the mystery of Sanxiong Aurora Home Lighting products.
Of course, in order to vigorously develop the home lighting business, in 2017, Sanxiong Aurora adjusted the organizational structure of the marketing system and established an independent household products division to plan and build a retail channel system for household products according to the sales characteristics of the home lighting industry. In order to meet the requirements of household consumers for the diversity of product appearance, the company increased the investment in design and adjusted the procurement and production system to fully meet the demand characteristics of household products.
It is understood that Sanxiong Aurora currently has more than 3,000 brand stores, some commercial lighting and home lighting products, including more than 1,500 sales of home products.
In terms of commercial lighting and tooling lighting, Sanxiong Aurora further expands the market space, consolidates the company's leading position in the field of professional lighting, and provides users with more professional and timely services. In 2017, it has increased the network of physical marketing channels. Intensify efforts to further develop dealers in second- and third-tier cities and establish sales terminals.
The relevant person in charge of Sanxiong Aurora said that the company will continue to focus on and deepen the lighting industry in the future. On the basis of maintaining the advantages of commercial lighting and tooling lighting market, the company will vigorously expand the market of home lighting products and carry out the layout of the industrial chain according to the actual market conditions. .
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